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Sportswear industry: impacting consumer behavior and demand by implementing the right omni-channel retail strategy
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The purpose of this paper is to examine the differences in consumer behaviour and preferences for sportswear brands among millennials living in Europe. Many scholars believe that the industry leaders should meet consumers’ demand by transforming their online and offline retail channels to provide seamless shopping experiences. After an in-depth literature review, the research used a quantitative analysis and included conducting a questionnaire with 192 participants aged between 18 and 34. The main findings are clear – even in Europe, consumers’ characteristics and habits differ between Western and Eastern countries. However, despite the technology advancements, over half of all respondents still shop in physical retail stores. Consumers want to learn about new products and make purchases both on online webstores and in physical storefronts
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Sportswear Retail Research Consumer Sports Fashion Online Physical